Since 1994, APM has delivered life-changing human and healthcare services to enable better lives across 10 countries. With a network of 7,500 people, their services reach more than a million people each year.
APM is on a growth trajectory, with high demand for its disability employment, allied and occupational health, psychology and wellness services.
But this created a twofold challenge: finding talent to grow key areas of the business, and growing in a highly-competitive market.
Allied health roles typically receive four applicants per role, in comparison to retail, where there is an average of 90 applicants per role.
International and local border closures meant qualified, available talent was even tougher to access. Attracting enough applicants required a different approach.
Amplifying EVP across multiple brands
To forge a trailblazing talent attraction strategy, APM’s Employer Branding Manager Dario Paolini needed to understand how to attract APM’s ideal candidate personas. He also knew APM needed to elevate and amplify its brand – not an easy feat, considering the organisationorganization operates across 10 different brands.
Paolini started off by undertaking detailed market analysis. It revealed 73% of qualified candidates were passive candidates, and just 27% were active candidates. It typically took four months for candidates to move from awareness to applying for a role.
“With this knowledge, we knew we needed to focus higher in the recruitment funnel. A best-in-class careers site would allow us to educate top talent about our vision, values and story, engage this passive audience and encourage them to apply,” Paolini said.
APM adopted a recruitment marketing strategy to drive content into spaces where their target audience consumed media. This would help the business generate awareness and interest among active and passive candidates. They could then turn that interest into a pipeline of prospective candidates.
A compelling EVP captures top talent
APM used PageUp Recruitment Marketing to launch 19 different job search pages across its 10 brands. With custom content for each brand driving traffic to the careers site, the business can capture the interest of human services and healthcare talent, then move them from awareness to application. A simplified signup process and compelling Calls to Action (CTAs) makes it easier for visitors to enter APM’s talent pool and stay updated with content and suggested jobs.
APM has 10 different brands. The team has created job search pages for each of these which include videos highlighting the benefits and the cultural nuances of each of the different brands.
PageUp software empowered APM’s team with insights to understand the content driving engagement and application rates, where applicants were coming from and how people interacted with the content.
Job landing pages reinforce the employer brand with a video to showcase a ‘day in the life’ stories and recommended jobs in the sidebar. This is based on the candidate’s browsing history.
Within eight weeks, we converted 18 new hires. 40% of candidates who reached the interview stage were hired. They wouldn’t have applied for a role unless they were engaged and nurtured along the way,
Dario Paolini, Employer Branding Manager, APM
Having a full view of the recruitment funnel allows APM to capture visitors and convert them to hires using automated workflows. For example: by setting up automatic notifications to those who did not apply, but viewed or started an application, APM saw a significant increase in applications submitted.
“With these insights, we can continue creating content that speaks to our audience’s values and desires, authentically uphold the APM brand, and convert applications.”
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